As a veteran journalist and Money editor at Reuters, Lauren Young doesn’t ask a lot of questions—she demands answers. It’s a trait possessed by reporters looking to serve their readers with news, trends and scoops—hot off the presses (or internet). As newsrooms grow smaller and reporters’ plates are piled higher, PR pros need to be more strategic than ever to connect with members of the news media and help them tell outstanding stories—while also grabbing media coverage for their organization or client. The secret to success lies in the art of the pitch. In this interactive fireside session, you’ll be invited to ask questions as Young will share the elements of pitches that entice reporters—as well as those that make them turn away. Josh Criscoe, head of financial communications for PayPal, will moderate the discussion.

You’ll learn:

The components of outstanding pitches that can turn into storytelling gold

How to give reporters what they want, when they want it

Ways to tailor your pitches to ensure relevance and timeliness

Tips to enhance relationships and boost pitching success through social media

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Lauren Young is money editor at Reuters, where she develops personal finance, wealth management and investing coverage for professional and consumer audiences. She previously worked at BusinessWeek, covering all aspects of personal finance. Before joining BusinessWeek, Young had a similar beat as a senior writer at SmartMoney. She also covered mutual funds and capital markets for Dow Jones News, where she a frequent contributor to The Wall Street Journal.

Josh Criscoe is senior manager of corporate and financial communications at digital payments giant PayPal. He leads the company’s end-to-end internal, external, social and executive communications in relation to corporate financial announcements, acquisitions and strategic investments. Prior to joining PayPal, he was a strategic communications consultant at Brunswick Group, where he helped lead corporate and financial communications mandates for clients including PepsiCo, Bill & Melinda Gates Foundation and Novo Nordisk. Previously, he was a consultant at APCO Worldwide, where he counseled clients on public affairs issues.